Marketing that Barges Right In

We've been known to dabble in unconventional marketing strategies (hey, it pays better than blogging, k?) so we're always on the lookout for virgin territory for plastering up a good tagline or corporate logo.

Dow Chemical, the friendly folks who brought you Bhopal, napalm, and breast implants, obliged us with the first barge-based ad we've seen. Our formerly promotion-free view of the East River was finally brought up to snuff today by this smallish (by barge standards) floating billboard featuring Dow's "Human Element" campaign tagline.

The tug and barge combo - readable by land-lubbing consumers with high-powered lenses - made several passes, competing with Starbucks' annoying Tangerine Frappuccino banner plane (which can be read by the naked eye).

The campaign (FCB Chicago) "is about reconnecting the company with the faces and values of the people Dow touches in a positive way" and features images of "real
people rather than professional actors". Unfortunately for the real person whose face is on the barge, the real-world need to use blow-through vinyl mesh to keep the banner from being ripped apart by the wind means you can't really see him. Maybe Dow can whip something up in their lab?

closeup of the Good Ship Dow